PENGARUH INTEGRATED MARKETING COMMUNICATION (IMC) DAN PUBLIC RELATIONS TERHADAP CITRA MEREK DAN KEPUTUSAN PEMBELIAN ( Survei pada Pengunjung HARRIS Hotel & Conventions Malang )

Cintia Veronica Eka Prabela · Srikandi Kumadji · Mukhammad Kholid Mawardi

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Consumer Behavior and Marketing Influence Marketing and Advertising Strategies Consumer Retail Behavior Studies

Abstract

This research aims to examine the Influence of Integrated Marketing Communication (IMC) and Public Relations on Brand Image and Purchase Decisions . This research is an explanatory research using quantitative approach. Samples taken as many as 100 respondents those the visitors of HARRIS Hotel & Conventions Malang . The method used for collecting data in this research is the communication method with the use of questionnaire as the data instrument. This research uses a descriptive and path analyses. Sampling technique used is simple ramdom sampling. The results of this research show that from the significance value F of all paths is < 0.05, so all the H 0 in this study was denied which means every line had a significant influence. Integrated Marketing Communication (IMC) on brand image has a value of Beta 0.485. Public Relations on brand image has a value of Beta 0.518. Integrated Marketing Communication (IMC) onpurchase decision has a value of Beta 0.332. Public Relations on purchase decisions has a value of Beta 0.452. Brand Image of purchase decision has a value of Beta 0.457. Keywords: Integrated Marketing Communication (IMC), Public Relations, Brand Image, Purchase Decisions. ABSTRAK Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh Integrated Marketing Communication (IMC) dan Public Relations terhadap Citra Merek dan Keputusan Pembelian. Penelitian ini merupakan penelitian eksplanasi dengan menggunakan pendekatan kuantitatif. Sampel yang diambil sebanyak 100 orang responden yang merupakan pengunjung HARRIS Hotel & Conventions Malang. Metode pengumpulan data dalam penelitian ini menggunakan instrumen data kuesioner. Analisis yang digunakan adalah analisis deskriptif dan analisis jalur. Teknik pengambilan sampel yang digunakan adalah simple random sampling . Hasil penelitian ini menunjukan bahwa dapat diketahui dari nilai signifikansi F dari semua jalur bernilai <0,05, sehingga semua hipotesis nol dalam penelitian ini ditolak yang berarti setiap jalur mempunyai pengaruh yang signifikan. Integrated Marketing Communication (IMC) terhadap Citra Merek memiliki nilai Beta sebesar 0,485. Public Relations terhadap Citra Merek memiliki nilai Beta sebesar 0,518. Integrated Marketing Communication (IMC) terhadap Keputusan Pembelian memiliki nilai Beta sebesar 0,332. Public Relations terhadap Keputusan Pembelian memiliki nilai Beta sebesar 0,452. Citra Merek terhadap Keputusan Pembelian memiliki nilai Beta sebesar 0,457. Kata Kunci: Integrated Marketing Communication (IMC), Public Relations, Citra Merek, Keputusan Pembelian.

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